A Study on the Influence of Campground’s eWOM and Attractiveness on the Participation Intention of Campers.

• Main Authors: CHUNG,WEN-HSIN, 張文信
• Other Authors: WU,GUAN-JANG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/g2q6q4

碩士 === 國立體育大學 === 管理學院 === 106 === Camping has become one of the most popular outdoor leisure activities in Taiwan, and the number of regular and campground has climbed each year, as well as the popularity of information products such as the Internet and smartphones, tablets, computers and so on. The purpose of this study was to understand the influence of electronic word-of-mouth and attraction of campground on the participation of campers and to explore the differences and correlations among the different items. This research method is quantitative research, adopting questionnaire survey method, aiming at the campers who use network inertia, and using convenient sampling and snowball sampling in the nonrandom sampling method to carry out the paper questionnaire and network questionnaire, 550 questionnaires were issued and 538 valid questionnaires were collected. The questionnaire data were analyzed by descriptive statistics, independent sample T-Test, Single factor variance, multivariate regression analysis and Pearson product Difference analysis, and the following conclusions were obtained: 1. There is a partial difference during campers with different background variables to campground’s eWOM, attractiveness and participation intention, but there was no significant difference between campers ' age and Internet use time. 2. There is a significant positive relationship between the campground’s eWOM, attractiveness and participation intention, among which facet there is a higher positive relationship between the content of eWOM and natural resources. 3. The eWOM and attractiveness of campground have an impact on campers’ willingness to participate. Among them, such as star rating, word of mouth search, consensus, natural resources, facilities resources, recreational environment resources and other construction surfaces, have a significant impact. Combining the above conclusions, the researcher has made complete and detailed suggestions.